Start by Understanding the Problem, Not by Delivering the Answer
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The document emphasizes the importance of understanding user needs and experiences before delivering solutions, highlighting that many consumer products fail due to a lack of true customer connection. It criticizes the reliance on quantitative data in decision-making and suggests a need for iterative design processes that involve user research. Ultimately, a strong focus on enhancing customer experience is presented as crucial for organizational success.
Start by Understanding the Problem, Not by Delivering the Answer
- 1. Start by understanding the problem, not by delivering the answer.
- 9. Image credit: Brighton Energy Co-op
- 11. UX and CX “Focus on the user experience…” “We can all imagine if we were the customer…” “What would the user do?” “What’s best for the user?”
- 12. Agree Disagree Great customer experience is critical to our organization’s success Agree Disagree My organization competes on the basis of customer experience Source: The 2018 Customer Experience Industry Report, UserTesting.com
- 13. Agree Disagree User research improves the quality of our products Source: The 2018 Customer Experience Industry Report, UserTesting.com
- 14. –Harvard Business Review 30,000 new consumer products are launched annually. 80% of them fail.
- 15. –Gartner, 2018 Less than 0.01 percent of all consumer mobile apps will become financially successful.
- 16. –The 2018 Customer Experience Industry Report, UserTesting.com “When making business decisions, my company puts too much emphasis on quantitative evidence.”
- 17. –The 2018 Customer Experience Industry Report, UserTesting.com “By the time we get research results on a subject, the company has already made the decision and moved on.”
- 18. – Alan Cooper “There are far, far more “UX designers” employed today than there were 20 years ago, and yet most of the newly created software I use today suffers from the same interaction errors that were around 20 years ago.” Image credit: Adaptive Path/UX Week
- 19. What if we’re doing something wrong?
- 20. The TTC. What is it?
- 21. Uber. What is it?
- 22. Helping a person to purchase a new home. What is it?
- 23. A pack of gum. What is it?
- 24. Set requirements Launch Visualize the requirements Build
- 25. Gather data to support, inform, and challenge the requirements Design & build Launch Set requirements
- 26. If your product doesn’t connect with a customer need, it will fail.
- 27. Stop starting at the end.
- 28. Connect with the need first.
- 29. What service does this provide?
- 30. Service Service is the need/end-goal the end-user has Products Products enable the delivery of the service
- 32. Video: Jamin Hegeman - So you want to be a service designer
- 33. What is the current experience like?
- 34. What would the ideal experience be like?
- 35. Ideate
- 36. Prototype
- 38. Video: David Kelley on Design Thinking
- 40. Define challenge Observe people Form insights Frame opportunities Form ideas Prototype and test ideas Build in iterative, agile cycles
- 43. Karri Ojanen Practice Lead, Interaction and Service Design RBC Royal Bank of Canada LinkedIn & Twitter [email protected]